The Horizons Tracker

AUGUST 21, 2023

The days of companies being evaluated solely on their customer satisfaction and financial performance are long gone. Nowadays, firms are increasingly scrutinized for their impact on society and the environment, with corporate social responsibility (CSR) becoming an essential component of brand identity.

Company 74

Company Ethics Brand Brand Management 74

Talent Anarchy 1

AUGUST 25, 2023

Marketing Managers: Marketing managers are responsible for creating and executing marketing strategies to boost product sales. Brand Managers: Brand managers are tasked with building and maintaining a strong brand image. They work to optimize supply chain processes for maximum efficiency.

Career 78

Career Supply Chain Pharmaceuticals Industry 78

The Practical Leader

AUGUST 16, 2023

Some managers will complain about a declining work ethic. When we look at 360 assessments or engagement surveys, it’s clear that a more accurate response to these managers is; nobody wants to work for you. Brand management is an inside job. “No one wants to work anymore,” they’ll say.

Energy 52

Energy Crisis Absenteeism Leadership 52

The Practical Leader

JULY 3, 2019

” The leader of a rapidly growing company asked us to help “fine tune” their service delivery. He declared that his was truly a customer-oriented company. A deep ethic of “If you’re not serving customers directly, you need to serve those who are” must pervade the organization. Further Reading.

Ethics 49

Ethics Brand Management Brand Operations 49

In the CEO Afterlife

AUGUST 6, 2013

Wouldn’t you expect greater care in stewarding brand presence, personality, positioning, single-mindedness, and strategic consistency? Some companies brand exceedingly well. The new economy has accelerated the need for change in the branding process. I am not suggesting restructuring the entire brand management system.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

FEBRUARY 2, 2024

Brands that acknowledge inflation’s effects on business show vulnerability, which, when perceived as genuine, can build customer loyalty. Conversely, brands that fail to be transparent, will lose trust.

Customer Loyalty 19

Customer Loyalty Loyalty Brand Uncertainty 19

Harvard Business Review

SEPTEMBER 6, 2011

To keep their companies in shape, managers must explain to employees what customers experience and expect. They don't create an ethic of being truly customer-driven. But they do respond to stories, especially those that emphasize the importance of their role in the company and how it affects the customer experience.

Process 13

Process Marketing Bottom-up Brand Management 13